90 



The Florists' Review 



July 15, 1915. 



(I 



Established, 1897, by a. L. GRANT. 



Published every Thursday by 

 The Florists' Publishing C!o., 



630-660 Gaxton Buildinfir, 



008 South Dearborn St., OhicaffO. 



Tele.. Wabash 8196. 



Registered cable address, 



Florvlew, Chicago. 



Entered as second class matter 

 Dec. 3. 1891, at the poet-office at Chi- 

 cago. 111., under the Act of Ifarch 

 3. 1879. 



Subscription price, $1.00 a year. 

 To Canada, $2.00; td Europe. $3.00. 



Advertising rates quoted upon 

 request. Only strictly trade ad- 

 vertising accepted. 



NOTICE. 



It is iinp«««ibl« t« gmnatmrn 

 tli« insertion, diseentimwBC* 

 •r altamtian of any a(iToitiso< 

 mont unless instructions ere 

 rocoi¥o4 by 



S P. M. TUESDAY. 



S0CIET7 OF AMERICAN FLORISTS. 

 Znooroprated by Act of Congress, March 4, 1901. 



Officers for 1916: President. Patrick Welch. 

 Boston; vice-president, Daniel MacRorle, San 

 Francisco; secretary, John Young, 53 W. 28th 

 St., New York City; treasurer. W. F. Kastlng, 

 Buffalo. 



TUirty-flrst annual convention, San Francisco. 

 Cal., August 17 to 20. 1915. 



Besults bring advertising. 

 The Review brings results. 



W. H. Taplin, for many years with 

 Charles D. Ball and lator with Daille- 

 douze Bros., has joined the staff of 

 Henry A. Dreer, Inc., at Eiverton, N. J. 



There are reports from Canada that 

 lily of the valley has gone out of favor 

 there and that even the assurance that 

 the pips were Danish is not enough to 

 sell the flowers. 



The men who buy on price alone 

 should remember that they are encour- 

 aging the production of low-grade stock 

 to meet the low-price demand. It is too 

 much to expect that quality improve if 

 prices are forced down. 



"Why can't I get trade catalogues 

 and trade prices?" writes a beginner in 

 the business. The reason seems to be 

 that the correspondence is on a lady's 

 personal note paper; otherwise, no 

 doubt, anyone would be glad to give 

 trade prices on orders in trade quanti- 

 ties. 



A schedule has been issued for the 

 eighty-fourth annual exhibition of the 

 American Institute of New York, to be 

 held November 3 to 5, at the Engineering 

 building, 25 West Thirty-ninth street. 

 Copies may be had by addressing W. A. 

 Eagleson, 324 West Twenty-third street, 

 New York. 



Big business, in the nature of things, 

 must be impersonal — the customer deals 

 with the house instead of with its head. 

 But the flower business in all its phases 

 still is an individual affair, built on per- 

 sonality. The public does not expect per- 

 sonal attention in a depa^mei;it store, 

 but is affronted by tfte impersonal 

 method in a flower shop. " ^ 



HONOKABLE MENTION. 



Not a few subscribers save them- 

 selves the bother of annual renewal by 

 sending The Eeview $2, $3, or some- 

 times $5, instead of the dollar-bill that 

 insures fifty-two visits of the paper. 

 Among those who have this week en- 

 rolled themselves for more than one 

 year in advance are: 



FIVE years. 



Larson, P. L., Fort Dodge, la. 

 TWO YEARS. 

 Boiling, Chas. J., Jersey City, N. J. 

 Scbolz, Henry A., Far Rockaway, N. Y. 

 Phelps, Henry, Remington, Ind. 

 Rieman, E. H., Indianapolis, Ind. 

 Whltbred, A. A., Altoona, Pa. 

 Pasklns, H. M., & Co., Basil, O. 

 CuUey, Samuel, Ogden, Utah. 

 Vanhaverbeke, L., Kureka, Kan. 

 Catto, James, San Jose, Cal. 



The Review stops coming when the 

 subscription runs out. The green no- 

 tice with the last copy tells the storyj 

 no bills are run up; no duns sent. 



WHAT'S THE ANSWER? 



If you want a diagnosis of the situ- 

 ation in a majority of the older florists' 

 clubs, read "Current Events" in the 

 Philadelphia letter this week. While 

 written with respect to the Florists' 

 Club of Philadelphia, it i? easily recog- 

 nizable as a pen picture of the history 

 and present position of many another 

 old-time organization. What of the 

 future? 



LADIES' S. A. F. 



Mrs. John Vallance, 81 Glen avenue, 

 Oakland, Cal., has been appointed by 

 Mrs. W. F. Gude, president, as chair- 

 man of the introduction committee for 

 convention week at San Francisco, Au- 

 gust 17 to 20. 



The board of directors, Mrs. W. W. 

 Coles, Kokomo, Ind., chairman, is rec- 

 ommending by a majority vote of let- 

 ters, sent to the secretary, that the 

 present officers and board be retained 

 for 1916. 



Mrs. Chas. H. Maynard, Sec'y. 



DEPENDS ON THE BINDING. 



At the meeting of the Texas State 

 Florists' Association at Fort Worth last 

 week one item that was brought out and 

 "forcibly impressed upon those pres- 

 ent," as the secretary puts it, "was 

 the practice of some florists who use 

 sheets from the trade paper to wrap 

 plants or flowers going to their cus- 

 tomers. It was pointed out that on 

 these pieces of paper may be quoted 

 prices of flowers, which, of course, are 

 always wholesale prices and, if the con- 

 sumers get in possession of these prices, 

 they may expect the local florists to 

 furnish flowers to them at the same 

 price. It was pointed out that consid- 

 erable confusion and annoyance may be 

 caused by this practice." 



The Review in years gone by fre- 

 quently cautioned its subscribers against 

 the thoughtless practice the Texans de- 

 plore, but in the last few months this 

 danger has been removed by the new 

 magazine binding; with the old pam- 

 phlet binding in use prior to last Sep- 

 tember the sheets easily came apart, 

 but the present magazine binding used 

 by The Review makes a much more 

 solid and permanent book. It is not 

 easily taken apart. Old copies of The 

 Review are not likely to be used for 

 any purpose not intended by the pub- 

 lisher, as was the case when tlie less 

 desirable binding was naHi y 



^ 



NEXT WEEK'S WEATHER. 



1^^ Weekly weather forecast, is- 



^^^^ sued by the U. S. Weather 

 V^^^^ Bureau, Washington, D. C, for 

 1^' the week beginning Wednes- 



' day, July 14, 1915: 



For the Region of the Great 

 Lakes — A change to consider- 

 ably cooler weather will over- 

 spread this region about July 

 17, which will be preceded by 

 showers and followed by fair weather. 

 For the Upper Mississippi Valley and 

 Plains States — Scattered thunder show- 

 ers and moderately warm weather dur- 

 ing the next two days will be followed 

 by a change to considerably cooler 

 weather during July 16 and 17, ahd fair 

 weather thereafter. 



For the Ohio Valley and Tennessee — 

 Partly cloudy weather, with occasional 

 thunder showers, is probable during the 

 next three or four days. A change to 

 considerably cooler and fair weather is 

 ■probable following July 17. 



For South Atlantic and East Gulf 

 States — The week will be one of gener- 

 ally fair and warm weather, except that 

 scattered thunder showers are probable. 

 For the West Gulf States — Fair and 

 warm weather during the next several 

 days will probably be followed by 

 showery conditions after July 17. 



BIQ CROPS MEAN WEALTH 



This is sure to be a big crop year, 

 according to the government report is- 

 sued last week, notwithstanding the ex- 

 cess of rains within the last seven or 

 eight weeks. Corn promises a bumper 

 crop, although not a record one, the 

 July forecast being for a yield of 2,814,- 

 000,000 bushels, as compared " with a 

 final yield in 1914 of 2,673,000,000 

 bushels. As expected, however, the con- 

 dition was low in comparison with the 

 previous year, being placed at only 81.2, 

 as compared with 85.8 last year. The 

 increase in the prospective yield is made 

 up in the acreage, which shows 5.6 per 

 cent more acres planted than last year. 

 A return to normal summer conditions 

 would make a vast improvement in the 

 corn condition and greatly enhance the 

 yield. 



Winter wheat suffered a loss of only 

 8,000,000 bushels for the month, not- 

 withstanding the interference of heavy 

 rains with the harvest almost every 

 day. The outturn of winter wheat is 

 estimated now at 668,000,000 bushels. 

 Spring wheat, however, is doing excep- 

 tionally well, and the estimate is for a 

 yield of 15.3 bushels per acre, as against 

 a final of 11.8 bushels last year. In ad- 

 dition, the acreage showed an increase 

 of 9.8 per cent over last year, and the 

 crop is estimated at 295,000,000 bushels, 

 or a gain of 21,000,000 bushels for the 

 month. The 1914 crop was only 206,- 

 000,000 bushels. This, therefore, prom- 

 ises the remarkable total of 963,000,000 

 bushels for the United States wheat 

 crop for 1915. 



CHICAGK). 



The Market. 



A review of the business conditions 

 during the last week, while not calcu- 

 lated to arouse enthusiasm, should give 

 rise to no dissatisfaction. Though there 

 has been little real demand in the city, 

 the shipping business continues with- 

 out material abatement. True enough, 

 prices average somewlgit low, but the 



